You can measure outcomes — traffic, sell-in/sell-out, conversions, repeat purchase, ROAS — across all channels.
You can adjust distribution and messaging. You can test. You can model personas with AI.
But data shows what happens — it does not explain why.
Performance metrics alone cannot answer:
- Why consumers choose you
- Why they hesitate
- Why they would not repurchase
- How they compare you to competitors
Many brands act on interpretation, until it fails.